Do you know that according to research, 85% of organizations have brand guidelines, but only 30% enforce them consistently? It shows just how easy it can be to craft brand guidelines. Consistency is what sets the growing brands apart. Visual brand element is one aspect where consistency is required.
What is visual brand consistency, and why is consistency important? Let’s take a deep dive into these concepts.
What is Visual Brand Consistency?
Visual brand consistency is the deliberate introduction and integration of the company designs in all aspects of the brand. When a company uses the same visual element across the board irrespective of the style and pattern of branding, then it is working towards visual brand consistency. These elements appear in everything relating to the brand.
The visual elements of brand identity are as follows:
Colors
According to research, a signature or distinct color can increase brand recognition by 80%. Color triggers a lot of memories and reactions from consumers. Hence, it is important to start your visual branding consistency by picking out a color or colors that serve as a unique identifier for your brand.
Logos or Topography
The font is another part of your visual brand consistency. It should be a font that is recognizable with your brand and the same across messages and advertisements. Both online and offline text from the company should use a consistent font. The brand name and image become synonymous with
Images
Images take your visual branding up a notch. A company's visual identity goes beyond colors, logos, and text. Some advertising or social media platforms require images that bring the best out of your brand. Images can also form a connection between the brand and the customer. The style reflects your goals and vision. They should add to the overall message, and not distract customers.
People
The last piece of the visual components of your brand identity is the people you feature in your images. They reflect your core ideas and your target market. Some brands use popular people like celebrities, sports personnel, and the like as part of their visual branding. These people represent an idea or ideology that resonates with the brand.
The peculiar data of the people can also highlight details about the brand. This obvious data includes the age group, the gender, and many more.
Importance of Visual Brand Consistency
Let’s highlight why visual brand consistency is important for your company's growth and expansion in the market industry. The benefits of consistent visual branding include:
Developing Trust and Credibility
Trust plays a key role in people’s purchasing choices. 81% of consumers admit that trust is a requirement before engaging a brand. One way to build that trust is through consistency in visual branding. When people buy a company’s product or employ its services, there are expected visual cues that connect with that brand. When the visual brand is unprofessional or not consistent across the board, it creates an idea of inconsistency with products and services.
An organized and consistent visual brand helps consumers develop a sense of trust and credibility. They know what to expect from the company and that in return creates a sense of reliability. When that expectation is met, the customer builds trust in the brand.
For example, if a customer calls for household repairs and the expert shows up in clothes showing the brand logos, the customer tends to trust the expert because of the visual connection to the brand. If the repair person shows up in casual clothes, it tells a different story.
Enhancing Brand Recognition
Brand recognition is one feature that sets you apart from your peers in any niche. It is the element of your brand that people can easily connect to you. You can build brand recognition through a series of brand strategies. However, you need to be consistent in visual branding.
Visual branding consistency helps to print your brand in customers’ minds more deeply over time. Some people might be convinced to become potential customers if you are consistent and they often find your brand around them. When your customers or potential first-time buyers can link your brand to certain colors designs, objects, or people, then you have achieved a high level of brand recognition.
For example, the Elephant logo in Nigeria’s banking industry is easily connected to the First Bank Plc. Another example is having the three white stripes. Once you have that on any clothing, it readily reminds you of Adidas. Your company can only achieve this with consistent visual branding.
Elevating Customers’ Experience
Visual brand consistency can help elevate your customers' experience. Visual brand consistency, with other brand strategies, can contribute to the positive emotional connection felt by your customers. The goal of any brand trying to create a loyal community is more than just providing products or services.
It also includes creating an experience that stays with the consumer longer than the product or service will last. You can create an emotional connection with your community of buyers. When there is visual brand consistency, it is easy to create such pleasurable emotions and enhance customers’ satisfaction.
Visual brand consistency is the difference between the feeling a customer enjoys from buying a random purse and a Chanel bag of the same quality. Visual branding can elevate the level of refreshment felt when a tired customer takes a bottle of Coke compared to taking a similar drink from an unknown brand.
Brand Identity with Seriphics
A company's brand identity is an important part of visual branding. Consistency is a key element to growth. There is also a need for your visual branding to be professional, organized, and optimal. It needs to fully and truly represent the brand's goals and values. That is why you also need a good brand identity along with your visual brand consistency.
At Seriphics, we work with brands to help craft the best brand identity that captures the company's interest. We help to create a brand identity that highlights the key interests including the goals, environmental values, target audience, and many more.
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